chapter four

Where to Tell your Story

Where to tell your story? I suppose the short and predictable answer is “just about everywhere”. Every communication you issue, every experience you provide, should express the same story, and serve all your audiences. It’s no mystery why companies often fail to do this. Inconsistency on the outside so often reflects a similar fragmentation internally. Organisational silos inevitably lead to inconsistent storytelling. So we often find the makings of a really good story on a company’s Sustainability pages or report, but nothing like the focus, authenticity or imagination on its homepage, ‘About us’, or Annual Report. Or we might find a recruitment ad or microsite – because they derive from something called ...

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